The Effect Of Brand Extension Fit And Brand Image To The Relationship Quality

Brand extension is an important subject on Psychology and management. Research on this problem will not only enrich the theoretical system, but also have important pracyical significanee. With the advent of brand era, the status of the brand in consumer minds is even more important. meanwhile, as a means of attracting and connecting consumers, brand has become an important marketing tool for businesses.With the homogenization of products and the diversity, individual needs of consumer,It is difficult for the traditional brand management to win in the competition,Establishing and maintaining the good brand relationships wim consumers has become the focus of attention in theoretical and practical circles. As the latest phase of brand management theory, Many foreign scholars have made a lot of further research on the brand relationship, however the domestic research on the brand relationship still at all initial stage, There is no clear understanding of many issues. Especially for the mechanism of brand relationship continuance. At present, Most of the current research too much emphasis on the emotional level, rather than the cognitive dimension, which affected the completeness of the index system.In our experiment we design two horizonial brand extension strategies, and use two questionnaires. Based on 320 valid consumer data, we analyze the relationship between variables.The empirical results support most of our hypothesis. The main conclusions are showed as follows:1、Two dimensions of extension fit:both similarity of characteristics and metastasis of technical has a significant positive impact for the trust, commitment, partnership quality.2、Three dimensions of the brand:perceived value, brand personality, organizational image for the trust, commitment, partnership quality has a significant positive impact.3、Extension fit for the extended brand image has a significant positive impact.4、The affect of extension fit to extended relations mainly through the intermediary role of extended brand to achieve.5、There is significantly different in consumers about far and near extension brand and assessment of relationship quality.The conclusion of this paper can instruct the company, which is going to extend, to choose the reasonable strategy. The company should change and improve the brand image after extension. Additionally, it should build and maintain the quality of relationship from the perspectives of products’sensible value, characteristic of brand and the organizations image. Also, it should maintain and reinforce the feeling that customer trust brand, strengthen the promise which customer do to brand and improve the quality of partners. Finally, the company can attain its goal to extend and improve the performance.